January 25th, 2010
If you have a website you want people to arrive, get hooked and read as much as possible so that they get a feel for what you’ve got to offer – and you hit all their ‘hot buttons’. So how do you do that?
Step one is to understand that people are not interested in what you do or what your products are. They want to know what they get – not as in a service or a product, but as in ‘that makes me feel good/satisfied/happy/fulfilled’. It may be a brutal truth, but it’s an important one to get your head around first.
Secondly, you need to know who you’re aiming at – and if you say ‘everybody’ you’re setting yourself an impossible task. My advice is to look at your best client and create a profile of them – more like that would be good (unless you’ve got an exclusivity contract – and even then you can find similarities with other types of business). Aim for the same kind of profile for now, it’s a good place to start.
Thirdly, what are the hot buttons for your target client group? What are they interested in achieving? What gets them excited (about services/products like yours)? What do they want it to do for them?
Now you’ve got some really strong information. Write your headline with all this in mind, write the copy so you target your ideal client’s wants and needs. Focus on the ‘what’s in it for them’, write ‘you’ not ‘we’ and you’ll be well on the way to killer copy!
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Tags: Copy writing, Killer copy, Web copy
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January 8th, 2010
Ted Nicholas (the guru of copywriting) says you should spend more time on your headline than on the rest of your copy, I’m not sure I totally agree, but it’s definitely the top of my list of things to get right!
If your headline does its job properly it will:
Catch the reader’s attention
Reassure them they’ve come to the right place to find what they were looking for
Connect with them on their level (not yours)
If it doesn’t work people will:
Be confused
Get irritated
Suffer from frustration
Leave your site
If it’s missing completely it’s as bad as not having a headline at all.
Remember that ‘Welcome’ is not a headline and neither is ‘Home page’. If your web designer is any good they will be able to arrange for the page the user is on to show up in a different colour on the menu so you don’t need to waste prime real estate telling people where they are!
How do you create a good headline?
Ask your target audience what they would be looking for when they search for the type of goods or services you offer.
Focus on what your audience wants to know – not what you to tell them.
Try and include at least one key word (but err on the side of the human being rather than the search engine).
Don’t exceed 17 words in the headline – yes, 17! Don’t let longer sentences frighten you.
Focus on either pain – the problem your user is trying to solve – or gain – what’s in it for them.
Brainstorm as many headlines as you can without worrying about how readable they are. Then when you’ve run out of ideas review the lot and you’ll almost certainly have one or two – or two that can be amalgamated – that stand out and have energy and engagement.
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Tags: Copy writing, Headlines, Readable copy, Reader focus, Web copy, web copywriting
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January 1st, 2010
There are a number of things that are important about creating a website – and the order in which they’re addressed is equally important.
I’ve worked on sites where the designers have started work with no site map to work with – which can result in a website that’s a maze for the user.
I’ve worked on sites where the web designer is highly artistic – but doesn’t understand how the user will read the information, making the message hard to get.
I’ve worked on websites where several separate people are involved – for design, development, copy, SEO – and the site owner is trying to project manage with no real knowledge of how the website works. It’s a bit like a committee trying to design a horse – they get a camel.
My recommendation is to get one person to project manage your site – ideally someone who really understands what all the elements do and how they work together. However, if you’re determined to do it yourself here’s my recipe for a website that works:
Decide what you want it to achieve for you – and be realistic!
Develop a site map that guides people to the key areas you want them to visit in the order you’d like them to visit.
Know what the purpose of each page will be.
Research why people buy your products or services – it’s probably not what you think and is worth investing the time to do it.
If you’re planning to do search engine optimisation then this is the right point to consult with your SEO expert and develop the keywords.
Get your copy written – yes, before the design is done; the copy will have an impact on the vehicle that carries it. Ensure that the copy is written with your key words in mind.
Brief the designer and get at least 3 designs to look at.
Choose the design that reflects your image best and addresses your stated aim for the site clearly.
Avoid anything that is likely to distract or confuse the visitor and make sure the key elements are in the places where they are most likely to get action.
Have the site developed (that’s the coding that makes it look as it should on the web – web designers can do this, but graphic designers may not be able to).
Check the test site out – or better still, get someone else to do that with a fresh pair of eyes. Click on every link, menu button and make sure they all do what they’re supposed to do. Read the copy carefully for typos, misspellings and stray or missing words.
If everything is in place – hit the ‘go’ button!
A word of warning – this is not the end of the story. Websites need constant updates, checking to ensure no links become broken, fresh information, new content – that’s how they get on the search engine rankings, so a good content management system is a smart move.
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Tags: business focus, Successful marketing, web copywriting, Website planning
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September 18th, 2009
I’ve spent a lot of time working with people on their websites over the last week or so – and creating a website that works is so much easier when you start with the site map – or plan.
With one of my clients we established that there were six elements to co-ordinate – and in this particular instance they were all being carried out by different people; no wonder she was stressed! The elements were:
The brand development
The website site map
The design for the page templates
The copy
The build – that’s the technical code bit
Search engine optimisation
The come in roughly that order too, although some can be carried out concurrently – and SEO really runs right through from the copy onwards.
If the site map isn’t developed up front it makes writing the copy virtually impossible and SEO even harder as pages need to be optimised. The designer can’t create a template with the right menu buttons and the developer can’t build the site. It’s the key to a successful website that takes the visitor on a journey that keeps them interested and presents your products and/or services in the best possible light.
Every page must have purpose and also a call to action – if you just say lots of encouraging things and don’t ask for action, some visitors will leave!
Don’t leave it to your web designer to plan your site – that’s your job and nobody knows your business better than you (or, at least, they shouldn’t) – think about what you want people to do and plan your site with that in mind.
Two tips:
1. Don’t send anyone to your About page first; let them find out what you can deliver BEFORE you introduce yourself.
2. Find out what people really want before you try to give them what you think they should have!
Good luck!
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Tags: Doing a sitemap, Reader focus, web copywriting, website copywriting, Website planning
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July 21st, 2009
If you are the company owner you’re probably the worst person to write your website copy – you simply know too much!
Most of us are so passionate about what we do (or why are you doing it?) that we want to tell our readers EVERYTHING. The trouble is that they simply don’t want to know.
When people arrive on your website they are there for a reason – they’re either looking for information or trying to find a specific product or service and probably comparing offerings. All they are interested in is:
‘Has this site got what I want?’
‘Is it easy for me to get it?’
That means that every word on your site needs to address those two questions.
Here are 7 key things to avoid:
1. Don’t start with ‘Welcome’ or the page name – start with a big bold headline that tells them the site is will address their needs.
2. Don’t use the home page to tell them how wonderful you are, how long you’ve been in business and all your qualifications and experience. The home page should be about your visitor and what they’re looking for.
3. Don’t assume that they’ll arrive on your home page – every page should stand alone; strong headline; content that supports that and outlines clearly what it’s about.
4. Don’t imagine that people will rush to your testimonials page and read them all avidly. Scatter your testimonials throughout the site on relevant pages.
5. Don’t put too much information on the pages – people don’t read it anyway; they just scan for key bits of information. Put key words in bold (but not too many); use bullet lists (no more than 5 to a list); keep paragraphs short and the page should not be more than 2 screens to scroll down. Aim for 200-250 words max.
6. Don’t forget to put page titles that go in the blue bar at the top – or get your web designer to do it; it helps people to know what the page is about – especially the bots!
7. Don’t write a dry fact based About page – give it some energy! Quotes from the founder, MD, CEO, Owner, that bring their passion, beliefs and values to life – you might find that real people are the deciding factor in whether someone ‘buys’ your organisation or a competitors!
Over to you!
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Tags: Copy writing, Focused copy, Readable copy, Reader focus, Web copy, web copywriting, writing for the reader
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July 2nd, 2009
I make no apologies for revisiting this subject – it’s important!
I keep visiting websites that start their home page with ‘We are … a family company/expert carpet fitters/a long established company/dedicated to our customers/etc. etc. What’s wrong with that?
I don’t want to know that!
We’re all proud of our background and expertise, but if someone has just found your website they are probably looking for something – you need to tell them that they’ve found the right place. If they already know you – they probably know all that already!
Why have you got a website? Is it simply because everyone else has one? I hope not. If you’ve invested in having one designed and created, then you need to make it work for you – and pay your investment back, then start making a profit. Why would you do something that doesn’t help you to make a profit?
Understanding what you want the website to do is the first step. Understanding what people are looking for when they arrive there is the second step.
Know what their issues/problems/challenges are – and make sure that the message they get right away (that’s your headline) tells them there’s a good chance your website will deliver what they want!
If you think they’re going to read their way through your website to find out what they want to know – you’ll be disappointed. When you’re looking for information online, how long do you hang about if you can’t see something relevant right away?
I rest my case! Decide what you want it to do and then make every word work towards that end.
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June 25th, 2009
English is one of the richest languages in the world – the multitude of words with nuances of meaning is awesome. It’s astonishing that it’s become an international language, simply because there’s so much vocabulary to learn – and let’s not get started on the irregularities in English grammar!
Talking to a client we got on the subject of ‘understanding’. I think that the word ‘understand’ means that the person gets the message correctly and clearly. He says they may understand something, but not understand it correctly.
This all ties into the issues of whether the accurate understanding of your message is the responsibility of the receiver, or the responsibility of the sender (that’s you).
When you say something to someone else, it’s hard to say ‘did you understand that?’ without sounding as though you’re also saying ‘I think you’re a bit thick, so I’m checking up on you.’
Of course, even so, they will probably say ‘yes’ in any case. This might mean:
Yes, I understood what you said
No, I didn’t understand what you said, but I don’t want to look stupid
Yes, I understand what you said, but I’m not 100% sure that this was what you really meant.
Professional speakers are taught to repeat their points three times – just to make sure we all get it. It’s a good rule of thumb to follow.
So, now you’ve read all this, did you understand what I thought I’d said, which was …
Be clear, be concise and, if in doubt that you’ve been understood, say it again in different words!
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June 24th, 2009
A couple of posts ago I promised more about how people read different kinds of document. Here it is!
On screen people scan in an F shape with the top bar of the F starting about 2/5 of the way down the screen. On paper the scan pattern changes, depending on the document.
On a flat piece of paper most people scan in a Z pattern. This means that they get the headline, then their eyes run diagonally from top right to low on the left hand side. Anything on the right hand side is pretty much ignored and, to get attention on the left you’ll need to use devices such as subheaders and bullet point lists. Contact details across the bottom or in the bottom right corner work well. Bear in mind that a low percentage of people actually turn an A4/letter size sheet over – so think carefully whether you need a message on the back!
A trifold – an A4/letter sized sheet folded in on both sides to a standard envelope sized document. This is where you can use both sides very effectively, if you get the information in the right places. This is what needs to go where:
Front: Your brand, of course, but, bigger than anything else and in a prominent central position, you need to have a reason for opening it. What will I learn/discover/benefit from?
The first fold in that appears when you open it: A small number (no more than 5) bullet points in fairly large font size. Most people don’t hang about here, they glance at this and move on.
Central section inside: This is where people are looking when they get it open – because they usually hold it with their thumbs in the folds and the sides angled up. This is where your key message needs to go – keep it short and simple.
Left hand page inside: Supporting information about your key message.
Right hand page inside: Your credibility statements, one or two testimonials, list of services.
Centre back: Contact details, guarantees, terms or other administrative information – don’t crowd too much information in unless it’s essential.
A postcard is a small area so don’t stuff it with information, however, use the front for attracting attention – a bright visual and a strong bold headline. The back can carry a few ‘what you get’ bullets and your contact information with a strong call to action, people do turn postcards over as we’re conditioned to expect a message on the reverse.
There are many more documents – the secret of success is to watch people handling them and see where they stop and read – then use that information to put your key messages in the right places.
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Tags: Copy writing, Readability, Readable copy, Reading patterns, writing for the reader, writing to persuade
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June 18th, 2009
Having just broken my arm – and it’s my right one (yes, I’m right-handed), I’m discovering how many things we do on autopilot. We learn habits that are hard wired into our subconscious and help us to operate with the minimum of fuss.
Are all these good habits? Not necessarily, we learn to do lots of things that are not the best way, just the easiest, because that’s how we’ve always done it. Having to look at how you do something is a great opportunity to review, revise and create a more streamlined or efficient way of doing things.
I’ve already realised that I have things in my kitchen that I don’t use and are actually in the way. Moving them out has created more work space and easier access to the things I do use.
What’s this got to do with websites and web copy?
How many of you have a website that you haven’t changed for ages? Have you actually read your site recently – is it still fresh and up to date, or does some of it need cleaning up? Does some of the information need putting away and a new page putting in its place. Or do you need a change of structure to allow people easier access to the areas they really want to get at?
If you had to start from scratch would your site have the same information as it has currently? I bet it wouldn’t!
Start reviewing and bring your site up to date – oh yes, you’ll find the search engines will start to notice you exist if you start changing things regularly too!
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June 11th, 2009
This isn’t about web copy – but it is about readability and it uses some of the same ‘rules’.
There are many different varieties of flyer; there’s the letter/A4 sized sheet, the A5 (half letter size), the trifold, the DL (compliments slip size); the postcard – and many others. Today I’m going to talk about content – and tomorrow about where the content needs to go.
No matter what size of flyer you’re creating you need a headline that tells your reader ‘this needs to be read’ – so it must have energy and urgency.
You need to state your key message in terms of ‘what’s in it for me’.
You must include some means of contacting you – but, if space is at a premium decide how you’d prefer people to contact you – phone, email, post and include the essential details – you don’t need to include your address unless you actually want visitors.
Putting a website address in is a really good idea – it enables people to check you out and, if you’ve got compelling copy on your website, it gives you a second chance to persuade people.
Think about what a typical customer would WANT to know and tell them that – not all the things you want to say; we’re all over-enthusiastic about our businesses and often try to tell people a lot of information that doesn’t really interest them.
If at all possible, offer them something. This could be a discount, a free report or consultation, a 2 for 1 or buy 2 get a lower price deal. People keep flyers that contain something valuable.
Finally, when you’ve assembled those pieces of information – don’t be tempted to fill space with additional information! Stop right there!
Read the next blog to find out how to assemble the various types of flyer so the key information is in the right places.
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